9
principles we learnt the hard way... Keep it simple at first – focus on one type of campaign Get that right and then move on to measure other campaign types More campaigns tested = better cost efficiency More advertisers debriefed = better revenue / ROI performance Bigger samples give better results If we keep it simple and cost efficient it will run for longer

11
Excellent research, thorough analysis, really understands the clients business Source: RadioGAUGE customer feedback survey Helped us gain a better understanding of radio advertising… A must-have tool for any radio advertiser

15
Total Radio Market The effect of RadioGAUGE UK: £32m revenue advantage vs. the market RadioGAUGE Advertisers Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market +22.5% differential

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Total Radio Market The effect of RadioGAUGE UK: £32m revenue advantage vs. the market RadioGAUGE Advertisers Year-on-year radio spend analysis of advertisers on RadioGAUGE vs. radio market +22.5% differential ROI of £103 for every pound spent ROI of £103 for every pound spent

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5is scores Base: All CR listeners Mean score (max 10) Which of these words and phrases do you feel could be applied to this radio advertising?

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5is scores vs. RadioGAUGE average Base: All CR listeners Mean score (max 10) Which of these words and phrases do you feel could be applied to this radio advertising?

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Involvement – benchmark Base: All CR listeners The most involving ads make the listener want to follow the story Mean score (max 10) Stands out I would listen to it Which of these words and phrases do you feel could be applied to this radio advertising? Max = 7.5 Min = 4.4

41
Identity – benchmark Base: All CR listeners The best ads used clearly recognised music, voices or campaign vehicles Mean score (max 10) Its clear who it is for Advertising I would remember Which of these words and phrases do you feel could be applied to this radio advertising? Max = 7.7 Min = 4.8

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Impression – benchmark Base: All CR listeners The ads that create the best impression are straightforward and respect the listener Mean score (max 10) Speaks my language Annoying Makes you feel more positive Which of these words and phrases do you feel could be applied to this radio advertising? Max = 6.5 Min = 3.6

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Information – benchmark Base: All CR listeners Strong ads have a clear, single-minded message Mean score (max 10) Informative Clear and easy to follow Which of these words and phrases do you feel could be applied to this radio advertising? Max = 7.8 Min = 4.2

51
(Brand X) radio campaign has produced gains among all key effectiveness measures, most notably Ad Awareness. Above the RadioGAUGE benchmarks for Consideration and Awareness. Also helping to drive gains within brand perceptions. Creatively, the ad performs particularly well on Information, scoring a respectable 5.8 overall.

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The creative data proves that the radio commercials followed a similar creative pattern to the TV commercials This enabled listeners to very quickly identify the ad as a (Brand X) commercial We suggest using the catchy music from the TV work as a bed for the radio commercial This will add to the identity and integration of the radio commercial with other media (TV) and promote overall brand recognition

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RadioGAUGE summary No other system has benchmark-tested more radio advertising Uniquely sensitive to radios strengths as a medium Low-risk: we know the pitfalls and are proven to get it right A revenue-generation tool - ROI of £103 for every £1 invested in research